Challenge – The D.C. Chapter of the American Marketing Association (AMADC) collaborated with leading area CMOs to develop the concept for an invitation-only CMO executive group. This concept stemmed from AMADC member research resulting in the understanding that CMOs were seeking an exclusive group to exchange ideas and learn from fellow CMOs in the DC area without being overwhelmed by vendors or job seekers.
Solution – As a part of the larger AMADC rebranding effort, the board of directors sought to create a brand identity specifically for this exclusive new group. As AMADC’s agency of record, Bates Creative worked with The Gigawatt Group on the naming and messaging strategy for the new sub-brand. The Gigawatt Group established the group name, CMO Leadership Circle, and its supporting messaging strategy. Bates Creative then designed the brand identity, which reflects the exclusive community that the CMO Leadership Circle hopes to foster. The new logo features a gold and gray color palette, a departure from the overarching AMADC brand to support the group’s mission of being an exclusive segment for CMOs. The new brand was first unveiled through a luxurious invitation sent to D.C. area CMOs requesting their presence at the inaugural group event. Bates Creative also designed and developed the CMO Leadership Circle microsite and supporting collateral including a stationery set and in-person signage. The new CMO Leadership Circle sub-brand hits the mark of encompassing the elite nature of this new membership group.
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